Summary chapter 16 of the book Consumer Behavior (Blackwell et al)
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Course
Consumentenpsychologie
Institution
Universiteit Gent (UGent)
Summary of chapter 16 of the 10th edition (2006) of the book Consumer Behavior (Blackwell et al.). With figures that are used in the book. The summary is in English.
CHAPTER 16: HELPING
CONSUMERS TO REMEMBER
1. COGNITIVE LEARNING
Occurs when informaton rocessed in short-term memory is stored in long-term memory
2 things determines cognitie learning (remembering)
1.1 REHEARSAL
Iniolies the mental re etton of informaton or, more formally, the recycling of informaton through
short-term memory
1. It allows maintenance of informaton in short-term memory
2. The transfer of informaton from short-term memory to long-term memory
1.2 ELABORATION
The degree of integraton between the stmulus and existng knowledge
Greater elaboraton leads to greater learning
Elaboraton leads to more athways to the memory and thus the chance is greater that one of these
athways is actiated
How much elaboraton de ends on the erson’s motiaton and ability to do so
1.2.1 MOTIVATION
Intentonal learningn deliberately try to learn so that they can later remember the informaton
Incidental learningn learning that occurs des ite the absence of the intenton to do so
1.2.2 ABILITY
Knowledge is an im ortant determinant of learning because it enables the erson to undertake more
meaningful elaboraton during informaton rocessing
Eien if knowledge is high, ability may be low. This is because the ability to learn de ends on both
indiiidual and eniironmental factors
The aging rocess reduces our ability to learn
1.3 MENTAL REPRESENTATIONS
The artcular manner in which informaton is stores in long-term memory
e.g. the rice is remembered (5€) or the erce ton of the rice (to ex ensiie)
The same iece of informaton may be re resented within long-term memory in diferent forms
, Dual codingn informaton can be stores in both semantc (it’s meaning) and iisual (its a earance)
forms
Adiantage of haiing mult le re resentatonsn it increases the number of ossible mental
athways that can be traieled when trying to remember
Associatie networkn memory nodes containing bits of informaton are linked to other memory nodes
in a series of hierarchical networks
When hearing 1 node (e.g. Disney), other nodes get actiated
2. RETRIEVAL
The actiaton of informaton stored in long-term memory that’s then transferred into short-term
memory
Key factors of retrieialn strength of the memory trace, retrieial cues (stmulus that actiates
informaton in memory releiant to the to-be-remembered informaton), number and strength of
linkages between the to-be-remembered item and other memory nodes
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